Upgrading Letter Copy
Although detailed folders in mailings often give much information, the folder, being a “printed piece,” seems less personal than a letter. Thus letters which accompany detailed folders in a mail package should talk to the reader in personal terms to promise benefits, arouse an emotional interest in the product or service, and elicit a desire for more information. A letter in a mailing package should dramatize and make the reader want to buy the product. The letter must be interesting enough to get the reader to look at the folder, which then amplifies the story. A letter and folder can be very effective when used together. Illustrations
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Bringe, Paul
Full text: [Direct Marketing] Sept. 1978
Being Funny in Direct Mail Is a Very Risky Business
In writing direct mail, humor hurts more often than it helps. It can be misunderstood or simply not appreciated. Copy can, however, have “humanness” without subtlety or tongue-in-check humor. An outright joke which ties in with the sales point you are making or exaggeration for effect are forms of humor which may work in direct mail letters. The straight-forward benefit type approach generally worked dependably. Essentially, readers must be gauged; for what kinds of people is the direct mail intended? It is not generally a good idea to insert humor when writing to top executives, and the higher the executive rank, the more “serious” the writing style should be.
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Brock, Luther
Full text: [Direct Marketing] Sept. 1978
Media Mail Fails to Fill Needs
Many clients are of the opinion that a great deal of media direct mail is unnecessary, uninformative, overdetailed, impersonal, and overproduced. Moreover, media mail that does not do its job is wasteful and expensive. Some ideas are presented that may help senders of media mail to create correspondence that will do the job better: 1. The best media sales letters are created on a one-to-one basis and contain information that the writer knows the recipient needs. 2. A giveaway can work if it relates clearly to the point that is being made in the letter being sent. If an expensive giveaway does not relate to that specific sales point, both are soon forgotten. For the client, media direct mail works when the communication is personal and answers questions or supplies needed information in a simple and direct manner. Media people would do well to learn more about the techniques of direct marketing.
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Douglas, Richard C.
Full text: [Advertising Age] Sept. 4, 1978
Studying Variation, Error, Risk in DM Financial Analysis
Some basic concepts should be applied to the direct marketing (DM) business. An improved basis for planning and controlling the direct marketer’s selling costs can be provided by separate budgeting of the one-time expenses of creating and developing a commercial or mailing and the use of the standard concept for planning circulation costs. There should be a thorough analysis of the cost of handling a typical order. The concept of contribution allows the direct marketer to think about break-even points and target response levels in each kind of medium used. These data indicate the allowable cost per order or selling cost to revenue ratio. The variations in order rates and the size of the average order must be understood to predict the risks involved in a campaign. Direct marketing allows the manager to define the profit opportunities and the risk factors associated with each campaign. Timing of the expenditures and revenues should be controlled and recognized along with a clear understanding of the flow of profits over the lifetime of each customer. Return on investment is the best measure of success.
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Kestnbaum, Robert D.
Full text: [Direct Marketing] Oct. 1978
Don’t Repeat Mistakes; Look at Successful Mailings
The promotion medium of direct mail is constantly being examined in terms of what works. One important rule is to include a letter in the packet whether the recipient is consumer or business. Putting testimonials on a separate insert draws attention. A colorful insert may be the first thing a customer sees when opening the envelope. Third class stamps work well, but printed-on-the-envelope indicia should be avoided. Third class stamps or third-class metered imprints look more impressive. Sales letters should not spare details. In general, a 4-page letter is sufficient. If the product is one that can be sampled by mail, a sample should be enclosed. The publisher’s second letter, which starts out by saying “Don’t read this unless you have decided not to buy the product,” has been effective for about 8 years. Oversize and undersize mailings draw attention. In some instances, the business-reply envelope has been successfully replaced by an addressed unstamped envelope. First class mailing is an expensive experiment, but in some cases, the increased postage bill is compensated for by increased profits.
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Brock, Luther
Full text: [Direct Marketing] Oct. 1978
Coordinating Business Ads with Industrial Expositions
Attention is being given by marketing managers to the need for coordinating business publication with participation in industrial expositions. The results of one national show indicated that the number of exhibitors who advertised participation rose from a dozen or so in 1976 to more than 100 in 1978. In another national show, the increase was sixfold. A review of business publication indicates that many companies have advertising agencies that are unaware of the shows in which the firms participate. There is a need to link closely publication advertising to the marketing program at shows. A responsible show manager owes exhibitors an extensive effort to bring a sizeable, quality audience to the exposition, but it is the obligation of the individual exhibitor to direct the people to his particular booth. The total number of visitors is of less importance than the number who enter a company’s booth. Advertising participation in a show can be valuable in that many visitors plan in advance what they are going to see. Also exposure at a show is an expression of inherent pride in one’s product.
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Greif, Ed
Full text: [Industrial Marketing] Nov. 1978
Zero In on Bigger Profits Via Use of Direct Mail
Direct mail is playing an increasingly greater role in the marketing efforts of financial institutions. This one-on-one medium can be used to produce greater profitability. Houston First Savings introduced a new package of services called The Money Box Account. It offers 5 basic features: 1. telephone transfer service between the Money Box account and the customer’s checking account, 2. bill-paying by telephone, 3. nationwide emergency cash service, 4. 24-hour service at selected offices, and 5. First Club membership. Research was done extensively before offering the package, and cost played an important part in the decision. Merchandising used an actual box covered in silver foil and resembling a bank vault, designed to house materials and related information, including deposit slips, ID card, transaction registers, vinyl wallet, telephone transfer and bill payment authorization forms. Money Box boosted deposits by $16,000,000. Commonwealth National Bank, Pittsburgh, used a similar device, featuring a segmented minature watercolor scene. They received the Golden Coin award for their marketing campaign.
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Eirinberg, Alan B.
Full text: [Advertising Age] Nov. 20, 1978
The Diversity Within the DMU
In literature on industrial marketing, it is assumed that those involved in the purchasing process act as a cohesive group. Their aim is believed to be the acquisition of the best available product for the function it is to perform. The attitude of the decision making unit (DMU) is likely to be formalized conflict. An understanding of the terms of the conflict will help those who are selling to increase the efficiency of their marketing efforts. The more sophisticated and successful industrial marketing companies have started to define their market analysis to take cognizance of the differing requirements of the members of the DMU. The analysis involves a 3-stage process: 1. identifying the membership of DMU by job function, 2. listing competitive products, their advantages and disadvantages, and 3. analyzing strengths and weaknesses of products separately against each DMU job-function sector. As industrial market research develops, it should be possible to weight the relative importance of the different job functions involved in a purchase decision so that the resources can be divided and deployed in proportion to those that influence the decision the most.
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Fletcher, Winston
Full text: [Marketing] Dec. 1978
GE’s Fish Story Wins Market Acceptance for Dielektrol
General Electric Co. met all the requirements of the water quality standards of New York State and EPA when they replaced PCB fluid used in capacitors with the newly developed product Dielektrol brand fluid. But since even their most optimistic forecasts predicted loss of market share in the coming year, the way in which the new product was introduced would be critical to effecting any change in sales outlook. The answer was to use a total, high-visibility communications program to gain recognition of the business’ role as the industry leader in capacitor technology, then build on this recognition to minimize share loss. The first step was to design a graphic symbol which visually linked capacitors with the concept of environmental compatibility. Integrated marketing communications in general, and an unusual direct mail program in particular, were primarily responsible for establishing renewed confidence in the business and positioning it as an industry leader. Illustrations.
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Mansfield, Janice
Full text: [Industrial Marketing] Dec. 1978
“What Me Worry?” Not a Bad Attitude to Have
The best retailers are confident. And confidence cannot be obtained until worry is overcome. Today’s retailers must to learn to free themselves from worry; otherwise, it consumes their very being and forces them into improper decisions. Worry over spending can ruin the decisions made over buying. The conclusion of a survey on things people worry about showed that 92% of the things people worry about are things they cannot do anything about. Worry can be used as an excuse to do nothing rather than take action, as it contaminates whatever positive thinking might be available. To fight worry entails 2 factors: 1. self-control, and 2. enthusiasm. By writing out a course of action, the disadvantage is turned into an advantage. Worry can hamper the ability to think and reason correctly. It can be paralyzing and painful. A positive attitude can begin by minimizing worry and by concentrating on building stronger customer relationships in today’s highly competitive retailing world. A direct mail campaign is suggested for positive results and immediate disassociation with worry.
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Raphel, Murray
Full text: [Direct Marketing] Dec. 1978
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